Keep 攜百餘款二次元 IP 獎牌勇闖 2024 ChinaJoy

From July 26th to 29th, the 21st ChinaJoy was held at the Shanghai New International Expo Center. The leading domestic sports technology platform Keep brought over a hundred IP medals to the ChinaJoy Trend·Life Zone, providing anime fans with an unprecedented experience of the "Detective Conan Series Online Run" giant medal photo spot and on-site completion to receive physical medals.

To more accurately reach the preferences of the "Z Generation" young circle, the 2024 ChinaJoy Trend·Life Zone has been newly upgraded, covering national trend cultural and creative products, fast-moving consumer goods, health, clothing, cosmetics, home, skincare, and lifestyle categories, becoming a platform that integrates young trend culture. As a companion of healthy living and a leader in trendy sports, Keep has always been loved and followed by young people, especially in recent years. With the popular gameplay of medal IP collaborations and the unique value of trendy sports, it has attracted more and more "Z Generation" college students and anime circle users.

Receive Conan Medals on-site Enjoy instant happiness in the painless running valley

One of the globally popular classic anime IPs, Conan, has developed its audience base covering teenagers and young female groups over the past decade, which aligns with the user profile of Keep's medal users. In April 2024, Keep launched the first phase of the "Wheel of Fate" themed event featuring Conan and Ran, receiving good user reputation and feedback, becoming one of the most popular IP events of the year. Subsequently, in June, Keep quickly introduced the second phase event featuring Conan and Kid, and to celebrate Kid's birthday, created eight support screens in seven major cities nationwide, attracting many fans to check-in and share. As of now, the cumulative number of registrations for Keep's Conan series events has exceeded 200,000, with topic discussions on Xiaohongshu exceeding 2 million.

At this ChinaJoy exhibition, Keep specially brought the giant Conan medals to the exhibition site and for the first time realized the instant satisfaction experience of on-site medal collection. According to the regular medal activity requirements, users need to complete different running tasks within the specified time after registration and upload data records. Keep will then issue the medal. Generally, users will receive the physical medal around 30 working days after completion. In contrast, users participating in the exhibition this time can receive a prop card privilege after scanning the code for registration on-site. With this prop, they can exchange the running task for WeChat sports steps. Users only need to complete 5,000 steps of WeChat sports records on the same day to receive the physical medal on the spot. Keep refers to this activity as the "painless running valley," which is also the first time in the history of Keep's medals to bring users a new experience of "spot" delivery According to reports, during the ChinaJoy exhibition, the Keep booth attracted over tens of thousands of people to check in, with over 2000 participants in the running valley activity. Many users also shared their activity experiences on social media, saying that they didn't expect to receive their first Keep medal at the ChinaJoy event.

In order to enhance the user experience of the medals and allow users to receive physical medals quickly to enjoy the joy of sports rewards, Keep launched the pre-sale competition system earlier this year. Although the pre-sale spots are limited, users can receive the medal products faster than before. Data from the Keep Sports Research Institute shows that through the pre-sale mechanism, in the first half of 2024, over 20,000 medal users enjoyed an 8x faster delivery experience, with an average duration of 5 days and the fastest delivery possible within 24 hours.

Unique Sports and Play Method Keep Medals Unlock Emotional Value

In addition to the Conan IP on-site, Keep also exhibited over a hundred IP joint medals that are popular among young people, including classic animated IPs such as "Doraemon", "Tom and Jerry", "Crayon Shin-chan", as well as film and literary IPs like "The Little Prince", "Balala the Fairies", and current popular second-dimensional IPs like "Demon Slayer" and "Rail of Starry Skies". According to official statistics, Keep has launched over 600 medal events from 2018 to now, with over 10 million medal users. The largest single event has exceeded a million participants, and the topic views on Xiaohongshu (Little Red Book) about Keep medals have exceeded 300 million.

The popularity of Keep medals originated from the Big-Eared Dog IP medals launched in 2021, which sparked widespread discussion and attention among netizens due to its high-value appearance design, the beautiful meaning given by the 520 theme, and the positive energy spirit of exchanging gifts with sweat from running. Since then, Keep medals have gradually become a new social currency for young people to express themselves, express emotions, and make friends. This unique combination of "sports motivation" and "trendy play culture" is the core value advocated by Keep medals, which also has unique innovative significance for the industry's development.

According to the "Trendy Play Industry Development Report (2023)" released by the Financial Strategy Research Institute of the Chinese Academy of Social Sciences, consumers who purchase trendy play items value not only their collectible value but also their expression of personality and attitude, as well as social sharing with others. Through IP joint branding, Keep medals turn trendy IPs into a good-looking and exquisite medal through specific design, to a certain extent, embodying the significance of IP peripheral products. The emphasis on appearance and self-consumption is one of the reasons why Keep medals are deeply loved by IP fans. At the same time, because each medal requires sweat, effort, and time, this additional spirit of self-drive and self-discipline in sports attributes also brings users a sense of achievement and confidence, further maximizing the emotional value brought by the medals As a traditional form of exercise, running may seem monotonous to many people, and due to the non-immediate feedback nature of exercise, many find it difficult to maintain a workout routine. However, when the characteristics of trendy play and exercise rewards come together, it sparks a new crossover between the fitness and trendy play circles. Comments from users at ChinaJoy such as "Eating grains gives you a grain soul, running on Keep can restore your soul" and "Tired from running on Keep for a day, regret for a lifetime if you don't run" illustrate the magical effect of Keep medals in lowering the barrier to exercise and stimulating interest in physical activity.

Recently, Keep's "8.8 National Fitness Day" event kicked off and released its latest brand TVC "The Fire in My Heart Has Ignited", once again interpreting the spirit of "self-discipline gives me freedom", emphasizing the internal drive and the sensation of exercise derived from passion. Keep medals aim to convey this spirit to the young Z generation and the second-dimensional community through their participation at ChinaJoy. During this period, Keep's collaboration with the second season of "Honkai Impact 3rd: Star Rail" has also been fully launched, with the number of participants exceeding 350,000 as of the time of writing